There was plenty of hope for the Cincinnati Bengals' offense heading into the 2010 season. Coming off an AFC North division title, they returned a strong running game with Cedric Benson. And to help quarterback Carson Palmer, they signed wide receiver Terrell Owens and drafted Jordan Shipley and Jermaine Gresham to complement Chad Ochocinco.

Unfortunately, the new formula didn't work. The Bengals had the league's 27th-ranked rushing attack and a 13th-ranked passing game, and the team scored only 20.1 points per game. Such slacking production, often plagued by turnovers, led to the firing of Bob Bratkowski, the team's offensive coordinator for a decade.

Enter Jay Gruden, who last week was hired as Bratkowski's replacement. It was a bold move for coach Marvin Lewis—bringing in a coordinator who built his name in the Arena Football League and United Football League—but it was the right one for a team that had grown stagnant.

A disciple of West Coast principles like older brother Jon, Jay Gruden will diversify the Bengals' passing attack by using more backs and tight ends and will rely on the running game to set up big plays off play-action fakes.

"From what I hear, when you're part of a family that ends with last name Gruden, only good things come from that," Ochocinco told Sporting News.

Patience will be critical because it takes time for players to master the intricacies of such a scheme.

"At 4-12 last year, we've got a long way to go," Gruden told reporters at his introductory press conference. "We've got some talented players, and we've got to get the most out of them, both physically and mentally.

"I've seen a lot of West Coast offenses fail because the quarterback doesn't buy in."

At the moment, Palmer, isn't buying into anything to do with the Bengals. The team's quarterback since 2003 has requested a trade. Owner/general manager Mike Brown has said he won't trade Palmer, who is under contract through 2014, and Lewis hopes time will heal Palmer's wounded psyche and that he eventually will embrace Gruden's system.

Another key element to making the offense go is Benson, a pending free agent. Re-signing Benson, at odds with Bratkowski much of the last two seasons, is a priority.

While Palmer's and Benson's situations are being sorted out, Gruden must focus on who wants to be a Bengal. Owens also is a pending free agent, but young receivers Shipley, Jerome Simpson and Andre Caldwell have come of age and are ready to produce opposite Ochocinco. Gresham already has shown the athleticism to be a mismatch-creating tight end.

"Our situation in Cincinnati, we've always been watchers," Ochocinco said. "I watch Ship, I watch Jerome and Andre. Having myself and Terrell to play with, it benefits the young guys on how to do certain things a certain way."

With that diverse group, Gruden can take advantage of defenses who overplay to stop one alignment or another.

"We just have to find the best way to attack," Gruden said. "Each week, it's going to be different."

Hired help

A quick look at seven other new play-callers charged with improving sputtering offenses:

Rob Chudzinski, Panthers. He has a history of working well with quarterbacks and tight ends, and he must start with the basics and steadily diversify this dormant offense.

Brian Daboll, Dolphins. Running backs Ronnie Brown and Ricky Williams are pending free agents, and the team has issues at quarterback and wide receiver. Daboll's biggest challenge might be on the personnel side.

Josh McDaniels, Rams. He quickly will learn that Sam Bradford's physical talent and ability to process information will take his passing offense to a higher level.

Bill Musgrave, Vikings. He hasn't called plays since '04 in Jacksonville, and the former NFL quarterback must find a consistent passer to execute them.

Greg Roman, 49ers. With Jim Harbaugh's quarterback knowledge and Roman's efficient pro-style playbook, look for the Niners to have more pop in '11, no matter the QB.

Pat Shurmur, Browns. Cleveland's new coach will call plays in '11. Considering his great work with Bradford as a rookie, that's great news for second-year QB Colt McCoy.

Points of emphasis?

As much as the eight teams with new play-callers on offense struggled the move the ball in the 2010, they were even worse in putting up points, all finishing in the bottom third of the NFL: